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Marketo Champion Series: Part 6

How To Track Spam Bounces and Suppress Spam Email Addressess in Marketo

If your emails bounce because they’ve triggered a spam filter, Marketo will indicate that as the cause of the bounce. These bounced email addresses must be removed so you do not harm your sender score and tarnish your brand reputation.

3x Marketo Champion Elliott Lowe teaches you how to track spam bounces and suppress spam emails so your organization can benefit from a spam-free email list.

View the Transcript

If your emails bounce because they’ve triggered a spam filter, Marketo will indicate that as the cause of the bounce. If your emails bounce more than a few times to the same person, you should stop sending them email until your sender reputation is improved. This video shows you how to track these, so you can suppress them from your emails.

To prevent records with multiple consecutive spam bounces from being sent emails, first create a Spam Bounced Count score type field in Marketo. Next create a Spam Bounce Management default program with the Operational to house your assets. In the Spam Bounce Management program, create a ‘Set Spam Bounced Count’ smart campaign.

In the smart list tab, add an Email Bounces trigger with a constraint for Category 1 bounces. Also add a Sales Email Bounces trigger with the same constraint if your sales team is using Marketo Sales Insight to send emails. In the flow tab, add a Change Score step that increments the Spam Bounced Count field by 1. In the schedule tab, set the qualification rule to ‘every time’.

Now you can quickly identify records that have multiple spam bounces. But what’s important are consecutive spam bounces. You can get an occasional spam bounce and then have successful deliveries afterwards. If you don’t take these into account, you can be unnecessarily excluding persons from your emails. To adjust your Spam Bounced Count score when there are successful email deliveries, create a ‘Reset Spam Bounced Count’ smart campaign that runs shortly after midnight each day.

In the smart list tab, add a Was Sent Email activity filter for any email sent in the time frame ‘Yesterday’. Also add a Was Sent Sales Email filter with the same constraints if your sales team is using Marketo Sales Insight to send emails. Then add Not Email Bounced inactivity filters for any email sent in the time frame ‘Yesterday’ and a Category 1 bounce.

Also add a Not Sales Email Bounced filter with the same constraints if your sales team is using Marketo Sales Insight to send emails. Then add a Spam Bounced Count field filter where the value is greater than 0. Finally set the advanced filter logic to (1 or 2) and 3 and 4 and 5. In the flow tab, add a Change Score flow step that sets the Spam Bounced Count field value to 0. In the schedule tab, configure a daily schedule recurrence in the early morning and set the qualification rule to ‘every time’.

To set the Marketing Suspended field value to ‘True’ when there are 3 consecutive spam bounces, create a ‘Set Marketing Suspended to true if Spam Bounce Count > 3’ smart campaign that runs after the ‘Reset Spam Bounced Count’ smart campaign each day.

In the smart list tab, add a Spam Bounced Count field filter where the count is greater than 2 (or the value of your choice). In the flow tab, add a Change Data Value flow step that sets the Marketing Suspended field value to ‘true’. In the Schedule tab, configure a daily schedule recurrence in the early morning and set the qualification rule to ‘every time’.

For those records that have their Marketing Suspended field value set to ‘true’ due to multiple consecutive spam bounces, you may want to delete them as you would records with an Email Invalid field value of true. Alternatively, you may want to wait until your sender reputation has improved or you have been removed from blacklists and then give those records a second chance. To do this create a ‘Reset Marketing Suspended to false after 60 days’ smart campaign that runs shortly after midnight each day.

In the smart list tab, add a Not Data Value Changed activity filter for the Marketing Suspended field with constraints for the New Value is ‘true’ and the Date of Activity in the past 60 days. Add a Spam Bounced Count field filter for a score greater than 0. And add a Marketing Suspended field filter for a value of ‘true’.
In the flow tab, add a Change Data Value flow step that changes the Marketing Suspended field value to ‘false’. And add a Change Score flow step that changes the Spam Bounced Count field value to ‘0’.

In the schedule tab, configure a daily schedule recurrence at a time after the Reset Spam Bounced Count runs and set the qualification rule to ‘every time’. If a record that has been previously had its Marketing Suspended field value set to ‘true’ and then been reset to ‘false’ after a period again has a spam bounce, you may want to set the Email Invalid field value to ‘true’. To do this create a ‘Set Email Invalid due to Continued Spam Bounces’ smart campaign.

In the smart list tab, add a Member of Smart Campaign filter for the person being in the ‘Set Email Invalid due to Continued Spam Bounces’ smart campaign. Add a Spam Bounced Count field filter for a value greater than zero. And add a Marketing Suspended field filter for a value of ‘false’.

In the flow tab, add a Change Data Value flow step to set the Email Invalid field value to ‘true’. Also add a Change Data Value flow step to set the Email Invalid Cause field value to something like ‘Continued spam bounces’.

In the schedule tab, configure a daily schedule recurrence at a time after the Reset Spam Bounced Count smart campaign runs and set the qualification rule to ‘every time’.

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